The 580 reference uses a vapor chamber. As far as I know, that's superior to what AMD was offering.
The Vapor Chamber first used on a GPU was by Saphire, that make AMD cards.
They took the "idea" from people in the "Aerospace Industry" and made it work on GPUs.
Saphire had a Vapor-X cooler in 2007, back with the HD 3870 cards.
http://www.sapphiretech.com/VaporX/VaporX_paper.html
also your wrong (this is about the 7970 referance cooler, quote from TPU):
The cooler uses a full-coverage vapor-chamber plate to collect heat from all major components on the obverse side of the card, and convey it to the aluminum fin channel array attached to it.
AMD uses vapor chamber cooling solutions too.
Nvidia just made it a "big thing" and people "listen" better whenever nvidia does things.
from Anandtech:
Moving on, when we remove the shroud on the GTX 680 we see the fan, baseplate, and heatsink in full detail. NVIDIA is using an aluminum fin stacked heatsink, very similar to what we saw on the GTX 580. Underneath the heatsink NVIDIA is using a set of three heatpipes to transfer heat between the GPU and the heatsink. This is as opposed to the vapor chamber on the GTX 580, and while this setup doesn’t allow empirical testing, given the high efficiency of vapor chambers it’s likely that this isn’t quite as efficient, though to what degree we couldn’t say.
Your right the 680 cooler doesnt have a vapor chamber...... weird.... going backwards, maybe its cheaper to use heatpipes?
Small die + cheap cooling + high prices (from no competition from actual high-end chips) = profit
Most bussinesses think like this, but yeah, nvidia's refernce designs are usually made with cheaper components, than the AMD counterparts. Which is why their stuff lasts longer ,and you dont have to bake your card in the oven ect.
AMD has been about saving money with smaller dies and mediocre cooling for some time now. I don't think AMD uses a vapor chamber in any of their designs, although I may be wrong. I haven't followed their latest stuff especially closely.
7xxx has it, 6xxx has it, and "Saphire" cards since the HD 3870's have had this cooling technology.